Carlsberg Britvic is kicking off the new year with the launch of Pepsi MAX® Tropical, an 
exciting new addition to its MAX® flavours portfolio. Blending pineapple, mango and peach 
flavours, the innovation is designed to meet growing shopper demand for exciting new 
flavoured cola options. Alongside the launch, the brand is unveiling a refreshed look for its 
£218 million Pepsi MAX® flavours range, hitting shelves this January. The updated packaging 
features a clearer design, stronger colour cues and distinctive fruit flavour icons, all crafted to 
enhance Pepsi MAX®’s appeal through standout shelf presence. 

Consumer appetites for bold new flavours are increasing, with the flavoured cola category
growing six times faster than unflavoured cola. Carlsberg Britvic is well positioned to lead this 
trend: Pepsi MAX® is the Number 1 Cola brand by volume in the UK, and Pepsi MAX® Cherry 
is the number one flavoured cola, worth over £207m RSV.
 
In a category full of choice, strengthening Pepsi MAX®’s flavours offering is a priority for the 
brand, in order to maintain engagement among Gen Z shoppers and beyond. The addition of 
Tropical, a popular soft drink flavour in the UK, paired with a bold new visual identity, aims to ensure the brand continues to stay relevant, eye-catching and top of mind with shoppers.

David Laidler, Brand Director – Carbonates, Carlsberg Britvic said: “The evolution of our 
Pepsi MAX® flavours range reflects our commitment to staying ahead of changing shopper 
expectations. Combining bold innovation with a refreshed identity allows us to enhance the 
consumer experience and strengthen the brand’s role within the wider category to support 
retail sales.”

“The packaging redesign has been intentionally crafted to catch the shopper’s eye in a busy 
retail environment, while distinguishing the range from our core Pepsi MAX® offering. The 
bolder colour blocking and introduction of vibrant fruit icons creates instant recognition from a 
glance, with the refined layout bringing a cleaner, more modern feel. Our aim is to increase 
basket spend, elevate Pepsi MAX®’s shelf presence and add value to retailers’ flavoured cola 
ranges.”

To maximise the impact of the launch, Pepsi is equipping retailers with striking campaign 
assets, eye-catching shopper point of sale materials and a free trial case of the new Pepsi 
MAX® Tropical flavour. Designed to drive visibility and conversion at shelf, retailers can visit 
atyourconvenience.com to order from 1 March.

Pepsi MAX® Tropical, alongside the updated packaging across Pepsi MAX® Cherry and Lime, 
will be available from 26 January across the grocery, convenience and wholesale channels.
Pepsi MAX® Tropical will be launching in a variety of formats, including: 500ml plain (RRP: 
£2.29) and price-marked (RRP: £1.39) bottles, 330ml can (RRP: £0.95), 2L plain (RRP: £2.50)
and price-marked (RRP: £2.19) bottles and multipacks of 8 (RRP: £7.19), 18 (RRP: £12.69)
and 24 (RRP: £15.99). The new launch activity will be supported by a campaign spanning
billboards, social media, experiential and digital media across April and May.

Notes to Editors

Contact: 
For further press information, please contact the Carlsberg Britvic team at Cirkle.
Email: [email protected]
Tel: 01494 731 750